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URI permanente para esta colecciónhttps://hdl.handle.net/20.500.12640/4067

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20171

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Autor: search.filters.author.Regalado Pezúa, OttoTema: search.filters.subject.Actitudes hacia el consumo

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    Bases para la segmentación del mercado homosexual en la ciudad de Lima: un enfoque para el sector de entretenimiento
    (Instituto Tecnológico de Costa Rica. Escuela de Administración de Empresas, 2017-11-16) Regalado Pezúa, Otto; Guerrero Medina, Carlos Alberto; Téllez Watson, Ú.; Barrantes Suyoc, C
    The homosexual population is an important consumer market for different categories, being the entertainment the most significant. Academic and commercial researchers have addressed this market focusing on developed countries, and considering it a single and homogeneous segment. The following research proposes to set the bases for a segmentation of the homosexual population in Lima, Peru, in order to understand the motives of each identified consumer segment, within the entertainment category. The results allow to identify three segments in the studied population with different demographic, psychographic and behavioral characteristics regarding the consumption of entertainment, which gives rise to different needs and opportunities to satisfy them.